Most Creative Campaigns for Summer 2022

The year 2022 has started on a good note for the fashion industry, with fashion week in full swing as it used to be in the pre-pandemic time. The trends this years are livelier and, dare we say, happier. And like every year, brands launched into the spring/summer season with campaigns to promote the collections.

From celebrity endorsements to fresh faces, many campaigns drew attention for a good reason. This year it seems like the ordinary has become extraordinary. Realistic campaigns that celebrate authenticity are the new ‘crazy.’ We have seen out-of-the-box creativity for way too long, it seems.

So which campaigns won our hearts? Which campaigns managed to capture the essence of the collection and the brand?

Here are five such campaigns:

Burberry ‘Lola Bag’ Campaign

Burberry depicted what could be seen as horseriding of the future with mechanical horses (half horses, really) on rails. It was created with Torso Solutions, using a fantasy equestrian world. With the camera moving around the models on these horses, the campaign takes a closer look at the flagship bag of the new collection.

Of course, if there are horses involved, how can Bella Hadid, the equestrian model, not be a part of it?

Miu Miu with Sydney Sweeney

Sydney Sweeney is clearly one of the biggest breakout stars currently, with her role on Euphoria earning acclaim. She’s been seen wearing Miu Miu on red carpets for both Euphoria premiers. The Italian fashion company has chosen her as the face of the brand, which is befitting given the appeal of Miu Miu to teenage girls and young women.

She was featured in the shoot for Wander, a leather purse with major 90s vibes.

Thom Browne Children’s Wear

Thom Browne’s latest campaign for his childrenswear line features Jude Hill, the child star from Belfast. The campaign features cinematic black and white photographs taken by Cass Bird. The brand’s mascot and Thom Browne’s beloved dachshund, Hector, are also featured in the shoot.

As the designer is very hands-on with his campaigns, he himself did the collages.

Gucci Love Parade

The star-studded Gucci Love Parade campaign for 2022 is definitely one to remember. Part of Alessandro Michele’s short film, the campaign featured celebrities like Snoop Dogg, Miley Cyrus, Beanie Feldstein, Jared Leto, and Liu Wen.


Thanks to Jordache, we just got to see the famous Brooke Shields in a denim campaign again in our lifetime (and hers). After breaking the fashion world with her Calvin Klein campaigns, it only took her 40 years to appear in another equally risque shoot for the American retailer. What’s most interesting is that she kept it authentic, not hiding her age behind effects. But it has to be said that she still looks fascinating at 56.

La Jolie

For Elemntz